Carl’s Jr. is America based quick-service restaurant chain operated by CKE Restaurants Holdings, Inc. The brand has recently forayed Indian market. In an exclusive conversation, Sana Chopra, Executive Director, Carl’s Jr highlights brand’s growth strategy for Indian market.
The Indian QSR market is growing exponentially. We’ve seen numerous international QSR chains enter the Indian market over the past 2 years as well as home-grown brands develop as “fast-food” chains. The industry is growing as an increasing number of people are shelling out more money while eating out. The increase in the number of nuclear families, rise in women entering the workforce and technological innovations have started have increased the number of meals which are prepared outside of a family’s kitchen. The industry is going to keep growing over the next 5 years.
“When we were looking to bring a food & beverage brand through CybizCorp into India, we looked at several different food & beverage chains. We traveled to the Headquarters of different brands across the globe, met their international company figure heads, learnt about the different brands, visited their kitchens etc. At the end of all the research, the Carl’s Jr. brand just stood out to us, and in many different ways. The focus of premium quality ingredients and food, the strong Quality Assurance team, the brand mottos, ethos and of course, the quirky advertising, etc,” says Sana Chopra, Executive Director, Cybiz Bright Star Restaurants Pvt. Ltd(Carl’s Jr. India).
Carl’s Jr. is the pioneer in the burger industry with it’s many “firsts” like first burger chain to have Real Ice-Cream Milkshakes, serve Jalapeno burgers or lowOcarb lettuce wrap burgers. We loved how Carl’s Jr. was innovativ0 and continuously striving to make the experience a healthy one.
The First Store
Carl’s Jr. is in operation in India since August 8th, 2015. The brand is performing pretty decent in Delhi/NCR market. “The market response has truly been extremely overwhelming. The city has noticed that we live up to our motto of serving hot, fresh, big and juicy burgers along with superstar service. Guests appreciate the size of our portions and find it to be value for money offerings, they like the options of having their burgers char grilled, and like the choice of having beer in our restaurants.,” informs Chopra.
Key Differentiation
Carl’s Jr. is unique in many ways but the like the name suggests, the brand is especially known for our char grilled burgers. “Char grilling or Charbroiling is a process in which our burgers are grilled over an open flame for a unique and distinctive taste thus allowing them to cook in their own juices without using oils. So the patties and fillets are juicier and definitely healthier! Even with our other products – we make our milkshakes with real ice cream, we hand-bread and batter our fried chicken items at the restaurant and always make all of our products fresh-to-order, because everybody knows fresh ingredients and preparations just taste better!” says. Chopra.
Till now the brand has opened three restaurants in Delhi/NCR i.e Behind Select CITY WALK in Saket, Pacific Mall, Tagore Garden and DLF Mall of India, Noida. The brand is still in process of expansion are arc opening more restaurants in Delhi NCR before heading to other arts of the country.
Innovations The brand had done some product innovations to popularize the brand in India. In fact, the brand has created a special menu keeping all possible types of Indian consumers in mind, those with a vegetarian, classic or experimental palate.
Name of the QSR India Launch Chain year Mcdonalds Dominos Subway Pizza hut KFC Taco Bell Burger King Fatburger Dunkin Donuts Wendy’s Carts Jr. 1996 1996 2001 1996 2009 2010 2013 2014 2012 2015 2015 OUTLET KEY FACTS Size Covers Theme Concept Design 2000 sq feet 7o-95 covers in each restaurant American, specifically a very Californian feel. Premium OSR / Restaurant High chairs, community tables, some private booths. We have different types of seatings. There is a a sports baresque feel with the grey and red undertones, which are refreshing, inviting and more modern as compared to the traditional red and yellow OSR look and feel
As per Chopra, “On one side we have a Char grilled Tandoori Pepper Chicken Filet Burger or a Char grilled Paneer Tikka Burger which are spicy and have very authentic Indian flavors, on the other side we have a Mango Jalapefio Pepper Chicken Fillet Burger which is a new product, not just in any burger restaurant in India but also for Carl’s Jr. globally. Specially developed for the Indian palate but a completely non-Indian flavor, this is definitely unique and flavorful. Similarly, we serve Wasabi Fries on our menu. This Japanese mustard flavor adds a punch to the fries that so different from a regular “masala”, yet satisfying that need for a hot accompaniment to the fries. We especially developed this seasoning to introduce our guests to a whole new concept and way of eating their fries. Even with our Hand-Scooped Ice-cream Milkshakes that are made with real ice cream, and not powdered, premixes, we’ve got new and exciting flavors like Tiramisu and Piña Colada that are unique to the Indian market.”
Growth Plans
“We will be opening a minimum of 100 restaurants in India over the next 10 years. Initially, we are expanding in Delhi/NCR region and then other metros, gradually we will move into tier II and tier III locations as well. At first, we will work on the COCO (Company Owned, Company Operated) model but later on, we may look at operating on the FOCO (Franchise Owned. Company Operated) model as well. We will also eventually award the right for FOFO model restaurants to large, multi-unit sub franchisees,” Chopra informs.
Source: Images Retail
